Startup to work on Mondelēz International brands over 90 days
Five Australian startups have been selected to partner with Cadbury, belVita biscuits and other Mondelēz International brands after winning a competitive pitch process.
The winning startups will participate in the Mobile Futures Australia initiative to design innovative mobile marketing for brands in 90 days.
The program, which was launched in Australia in May following its success in the US and Brazil, includes five big Mondelēz brands – Cadbury’s Dairy Milk, Cadbury Favourites, Marvellous Creations, Philadelphia cream cheese and BelVita biscuits.
Mondelez International vice-president of global media and consumer engagement, Bonin Bough, said in May that working with startups is key to embracing new digital models.
“You have to go to where people are changing the world and building companies."
The winning startups and their respective partnerships are:
The selection process included two days of competitive pitching and “speed dating” sessions between startups and brand managers. There were 60 applications for the program; 13 startups were selected to take part in the pitch process.
“Mobile use is increasing and there’s a lot of innovation coming out of Australian startups to cater for these audiences,” said Anthony Ho, head of marketing services for Mondelēz International.
“We want to be leaders in this space and use mobile innovation to connect with consumers and create new experiences with our brands.
“The startup pitches were all of a really high quality and we’re excited to see how the five startups and brands will work together to create some amazing mobile concepts over the next 90 days.”
Startup incubator Pollenizer assisted in the selection of startups for the pitch event.
“We aimed to find some of the most disruptive technologies that are breaking the retail space in Australia,” said Pollenizer startup coach Steve Sammartino.
“All were excellent pitches, very reflective of the emerging trends coming out of the startup space at the moment.”
Speaking to CMO Australia about the program earlier this month, BelVita brand manager Tony Nguyen said he believed an entrepreneurial mindset is critical for marketers who want to keep up with ever-changing consumer demands.
“You’re not just pushing one message any more; you need to have regular, up-to-date and relevant conversations with your consumers and that requires a more entrepreneurial way of working.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?
Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.
Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.
In Episode 11 of this new podcast series, BrandHook MD, Pip Stocks, talks with Australia Post chief innovation officer and former CMO, Greg Sutherland, about how brand reputation today is built on what customers say, why that’s reflective of experience, and what AusPost is doing to tackle that.
Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...
Srialto
The rise of online retail marketplaces and what they mean for brands
Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants
Fab Capodicasa
What it's taking for Edible Blooms to grow a stronger personalisation strategy
Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...
Jason Smith
Australia Post earmarks $20m for Australian ecommerce innovation investment
For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...
Janice Morgan
7 ways to run your marketing department like a software startup
Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...
GreatDayTo
Why Aussie Home Loans is embracing digital transformation